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shahzad Reg. #: 2006-ag-1003 Roll # : 603 Meat & Egg Marketing in

shahzad Reg. #: 2006-ag-1003 Roll # : 603 Meat & Egg Marketing in Pakistan Submitted to. Dr. ZIA-UR-REHMAN. Marketing Marketing can be defined as :

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shahzad Reg. #: 2006-ag-1003 Roll # : 603 Meat & Egg Marketing in

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  1. shahzad Reg. #: 2006-ag-1003 Roll # : 603 Meat & Egg Marketing in Pakistan Submitted to. Dr. ZIA-UR-REHMAN .

  2. Marketing Marketing can be defined as : Performance of business activities that directs the flow of goods & services from the producer to consumer or user. It involves following factors: • Buying • Selling • Physical movement b/w point of production & point of consumption

  3. History • Poultry farming in Pakistan began in 1960’s. • Rapid growth in 1970’s. • The no. of poultry farm increased from year to year. • Production in early 70’s grew in the range of 20-30% per annum. • In the 80’s the annual growth rate continued b/w 10-15%

  4. Marketing setup in Pakistan • Poultry industry produce 2 major products i.e. poultry egg & meat. • Marketable broiler are produced at 6wks of their age. • Egg production takes an annual cycle. • Production requires diff. supporting activities. • Eggs are sold directly from cages without cleaning, candling & grading. • Poultry is sold through wet markets in Pakistan

  5. Current status • Investment in poultry sec. is about 1 million US $ • Includes over 20,000 Farms, 285 Hatcheries,141 Feed Mills. • 4 GP companies operating in Pak includes Al-Noor Group, Grand Parent Poultry Pvt. Ltd., Haider GP Project & Quality Poultry Breeder.

  6. Total annual production= 5 M parent stock chicks 50 % of which is provided by Hubbard. • Al-Noor Group is only 1 that has layer GP. • Annual production of layer parents is 0.3 Million. • Total no. of layer & broiler breeder in Pak is 430.

  7. Major Companies in Breeding Operations 6 Major Companies in Pak. • Big Bird Group of Companies Lahore, • Hi-Tech Poultry Breeders Lahore, • Islamabad Chicks Rwp. • K&N Group of Poultries Karachi. • Olympia Poultry Farms Lahore, • Sadiq Bros. Rwp.

  8. Factors Effecting Marketing Factors which effect marketing are as follows • Age & maturity • Appearance of birds or carcass • Sex • Size of birds • Weight of birds at the time of marketing

  9. Poultry Processing for Marketing Processing involves following steps: • Slaughtering • Scalding • Plucking or defeathering • Evisceration • Packing

  10. MARKETING CHANNELS • Means or the path through which the product travel from producer to end consumer.

  11. BROILER MARKETING CHANNALS POULTRY FARMER ( PRODUCER) WHOLESALER RETAILER ULTIMATE CONSUMER (DOMESTIC) COMMERCIAL CONSUMER

  12. EGG MARKETING CHANNEL POULTRY FARMER ( PRODUCER) WHOLESALER RETAILER ULTIMATE CONSUMER SUPPLIER COMMERCIAL CONSUMER ULTIMATE CONSUMER

  13. Main points of marketing channels • Egg market fluctuate on daily basis. • Wholesaler & retailer buy according to the size of the eggs but the retailer sells to the consumer without any grading. • Some farmers have yearly contract with wholesaler. • Market is dependent upon the no. of buyers & sellers in the wholesaler market. • Retailer can earn more then wholesaler.

  14. Broiler Marketing Survey • 180 large & small broiler farms in Karachi Lahore Faisalabad & Islamabad were surveyed. • There are following 4 probable channels of distribution of broilers.

  15. Channels of distribution in PAKISTAN

  16. EGG MARKETING SURVEY • Usually there are agreements b/w the commission agents & farmers who collect the eggs 1-2 times in a wk then they may supply direct to retailer or salesman • Breakage rates is 3-5%. • Wholesaler also do some grading. • They pay 50-60 Rs. pr case les for medium eggs & 150-200 per case for small eggs • Some people may go for storage of eggs which costs 15-20Rs./case/month

  17. Poultry Feed Marketing • Marketing expenses on 1 bag is 20-25 RS. • Price of feed depends on price of ingredients & Govt. policies. • Feed mills offer 8-10 % commission to feed distributors. • Offer 40-60% credit to distributors. Marketing channels: Feed mill feed distributors farmer

  18. Marketing Of Day Old Chicks • Business is usually on total cash basis. • Chick price fluctuate on daily basis. • Seasonal fluctuation. • Chick grading on hatchery. • Chicks are distributed in boxes of 100 chick capacity. • Commission agent get 0.25-1.0 Rs /chick. Marketing channel: Hatchery Agency Layer /Broiler farms (Distributor(

  19. Problems • Eggs are directly sold from cages without cleaning, candling & grading. • Seasonal fluctuations. • Inadequate management. • Chicken is still luxury in our country.

  20. Opportunities/Advantages • Cheapest source of animal protein. • Less time required to rise. • Less land required. • Unique characters of poultry products. • Fertility rate is high • Quick & efficient process of converting non edible protein into edible protein (meat + egg). • Poultry manure is a good fertilizer.

  21. Recommendations To Improve Poultry Marketing In Pakistan • Channel of distribution should be shortened. • Reduction in duties to import equipments. • Farmer should have their own sale outlets. • Scope of export of processed poultry products to Middle East & other countries should be accessed properly.

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